Gennex® Color Technology

Gennex® Color Technology

Gennex® Color Technology

Discover the science behind Benjamin Moore quality: Gennex® Color Technology.

All paints are created with the same components, however not all paints are created equal.

Over ten years ago, we revamped our entire paint-making process with new formulas, new color machines and new colorants, resulting in Gennex® Color Technology. With its gorgeous hues and unmatched durability, Gennex is the "why" behind Benjamin Moore’s renowned quality.
A painting contractor applies blue Benjamin Moore paint tinted with Gennex® Color Technology to a wall.

The Gennex® Advantage for Professional Contractors

As a professional, with Gennex you get…

The Competitive Edge-Maximize performance and get long-lasting results with proprietary colorant and proven paint technology.

Efficiency-Complete jobs faster for a quicker return to service.

Color Consistency-Offer a full range of color options, in the deepest shades, thanks to the particular combination of Benjamin Moore paint and Gennex colorant.

Zero VOC Colorant-Our low VOC paints remain low VOC, even after tinting with Gennex® colorants, and are able to meet or exceed the most stringent environmental standards.
A chemist wearing safety goggles and a blue lab coat examining a glass tube in front of multi-colored drawers, in a grey painted lab room.

How Does Gennex Work?

Common paint colorants require certain chemicals, including one or more surfactants, to help with pigment distribution, as well as flow and leveling. These same chemicals also weaken the paint and effect durability, especially in deeper hues.

Gennex waterborne colorants change all that. Made specifically for Benjamin Moore paints, Gennex removes unnecessary components that weaken paint. The result? Gennex...

  • Delivers superior hide, flow and leveling
  • Stands up to harsh weather conditions
  • Resists color fading and transfer
  • Assures color consistency
An illustration shows the superior durability of Gennex® colorants compared to conventional colorants.

Depth. Durability. Testing.

Deeper hues require more colorants, which leads to more chemicals that can weaken paint and impact durability. That is not the case with Gennex®.

Gennex colorants deliver consistent durability in any color, which means your clients can choose from the full color spectrum and enjoy the results—long after you’ve finished the job. This means less time managing callbacks, and more time quoting new referrals.

Benjamin Moore does not limit durability testing to only whites. Instead, we test every color depth, so you can rest assured that our deepest colors are just as durable as our white paints.

The superior durability of Gennex colorants, on even the deepest of colors compared to conventional colorants, is illustrated on a line graph, which shows the correlation between a color’s durability and depth. Conventional colorants lose durability as color depth increases. Gennex is consistently durable at any color depth.
An illustration shows the superior hide of a Gennex®-engineered Benjamin Moore paint compared to its closest national competitor.

Application Advantages–Superior Hide, One-Coat Efficiency

Drastic color changes, stains and other imperfections often make it difficult to deliver flawless results in fewer coats.

The image here shows the superior hide of one coat of Regal® Select Interior paint, engineered with Gennex, as compared to the closest national competitor, tinted with generic Universal Tinting Colorant (UTC). Shown in deep red, a single coat of Regal covers fire & smoke damage, a gray stripe, lipstick, washable marker, crayon and a Sharpie. Gennex-fueled Regal shows significantly better hiding properties over the competitor.

Bottom line? Benjamin Moore’s Gennex-engineered paint provides better coverage in less coats.
A painting contractor enjoys the ideal application properties of Gennex®-engineered paint while painting a wall.

Application Advantages–Stable Viscosity

Traditional UTCs contain certain surfactants that can cause instability in the overall viscosity of paint. Depending on the color, paints can become extremely watery, or alternatively, too thick, impacting proper brush and roller flow. Gennex helps to ensure Benjamin Moore paints retain ideal application properties–no matter the color.
An image compares a Benjamin Moore  paint tinted with Gennex® colorants as compared to its closest national competitor after exposing both to weather testing.

Take Gennex® Outside

Gennex colorants help our exterior paints stand up to the harshest weather conditions in all colors.

This image shows Aura® Exterior paint tinted with Gennex colorants. Compared to its closest national competitor–after exposing both to third‐party outdoor accelerated weather testing–Aura exterior retains its original color and fades less.

Years after painting with Benjamin Moore Gennex-engineered paints, homeowners feel confident in the investment they made. And Gennex’s long-lasting results help strengthen professionals’ reputations.
Cream bathroom with orange and red chairs, matching towels, white stool, lantern lighting and a boy playing at a gray sink.

Zero-VOC Waterborne Colorants

Benjamin Moore proudly offers a wide range of low odor, low-VOC paints. These low-VOC paints are able to remain low-VOC even after being tinted with Gennex waterborne colorants.

The same simply is not true of paints that use Universal Tinting Colorant.
A chemist wearing safety goggles and a blue lab coat setting sealed glass tubes in a bin.

Gennex® Color Technology

Ask for Benjamin Moore® products engineered with Gennex® Color Technology–available only at local paint and hardware stores authorized to sell Benjamin Moore.

Scuff-X® Interior Paint


Discover how our cutting-edge scuff-resistance technology helps keep high-traffic commercial spaces fresh–for longer.

Advance® Interior Paint

Advance® Interior Paint

With its durable, furniture-like finish for cabinets and trim, it's the finish professionals prefer.